Presented at 3|SHARE's EVOLVE'15 - The Adobe Experience Manager Community Summit on August 18th, 2015 at the Hard Rock Hotel in San Diego, CA. http://evolve.3sharecorp.com

1. MGM RESORTS INTERNATIONAL
Complete Customer Experience & AEM

2. 2
BenHubble
ExecDirector,MarketingTechnologyDevelopment
MattRosenberg
SeniorProductManager

3. 3
InThisPresentation
•AboutMGMResorts
•Vision&Strategy
•BuildingaPlatform
•ImplementationHighlights
•Impacts

4. MGMResortsInternational
4

5. 5

6. OurResorts
6

7. Proto-digital
7

8. 8
“Pre”State
•Formedthroughmergers
•Stronglyindependentresorts
•Disparatetechnologiesandapproaches
•Web1.0
•Nocomprehensivegueststrategy

9. TheGuestExperienceVision
9

10. TheBasisFortheStrategy
1010

11. BringingtheVisiontoLife
11
=360ºService
FROM…TO…
11

12. OurDigitalServices
1212
ContentEcosystem‘Atyourservice’
Service
OnlineEntertainment
Agent

13. MakeContentActionable
1313
•Addcontentfromothersources
•Organizeanddisplay
•Seeit,Saveit,Shareit
ContentEcosystem

14. 14
OnlineEntertainmentAgent
FILTER.FIND.ACT.
Driveawarenessofwhatourguestscando
acrossourentireportfolioandwithinthe
market.
•Advancedsearch
•Itinerary
•Integratedbooking
•Recommendations
•Relevantcommunications
14
FigureOutWhatToDo

15. 15
‘Atyourservice’Service
Provideguestswiththeabilityto
managetheirexperienceontheir
terms.
•Selfcheck-in/out
•Remoteroomcontrol
•ShareItinerary
•Requestassistance
•Mobilepurchases
•Digitalticketing
•Wayfinding
15
ManageYourExperience

16. BuildingaPlatform
16

17. 17
GUESTEXPERIENCETOUCHPOINTS
DIRECT&INDIRECT,DIGITAL&ANALOG
GUESTEXPERIENCEFEATURES
UNDERLYINGTECHFUNCTIONS
PEOPLE&PROCESS
17
PlatformLayers

18. 18
AMulti-YearEffort
2.OPTIMIZE&
SCALE
1.BUILD
FOUNDATION
3.EXTEND
GUESTEXPERIENCE
TOUCHPOINTS
GUESTEXPERIENCE
FEATURES
UNDERLYINGTECH
FUNCTIONS
PEOPLE&PROCESS

19. Toolset
19

20. 20
WhyAEM?
•Afoundationforcontentmanagement
•Ecosystemofintegratedproducts
•End-user(authoring)experience

21. 21
OtherTools
•Analytics:AdobeAnalytics,DynamicTagManager,IBM
Tealeaf
•Testing:AdobeTarget
•Sitesearch:AdobeSearch&Promote
•Mediaplayback:AdobeScene7
•Translationsprovider
•Contentdeliverynetwork
•In-housetransactionalsystems
•Existingtouchpoints(digitalsignage,etc.)

22. Execution
22

23. 23
WebFirst
•Includes(almost)everything
•Highimpactforguests
•Highimpactforus

24. 24
WebOverview
•SingleAEMarchitectureforallresortsites
•Singlesitearchitectureforallresortsites
•eCommerce:hotelreservations,ticketsales,restaurant
reservations
•Loyaltyprogramsign-inandofferredemption
•Fulltranslationintomultiplelanguages
•Responsive

25. CoreContent
25
ContentEcosystem

26. 26
Manytouchpoints
•Resortwebsites
•Corporatewebsite
•Loyaltywebsite
•Apps
•Digitalsignage
•In-roomTV
•Slotmachinepicture-in-picture
•Interactivedigitalboards
•Social
•Displayads
•More…
•Printedcollateral
•Callcenter
•Sponsorships
•Point-of-sale
•Staff
•Affiliates
•Out-of-home(billboards,etc.)
•Directmail
•Broadcast
•More…

27. 27
WithoutCoreContent
Adobe’sbasicplatformis
page-centric

28. 28
CoreContent

29. DynamicContent
29
OnlineEntertainmentAgent

30. 30
SkiptheSiteMap

31. 31
FilterExample

32. 32
FilterExample

33. 33
HowItWorks
•“Tiles”fromCoreContent
•Tagsandcategories
•AdobeSearch&Promote
•Guestlocation
•Analyticinfluence

34. 34
MixingContentAcrossSites

35. ResponsiveforMobile
35
“AtYourService”Service

36. 36
WhyResponsive?
•>50%ofsearchesforourproductsareonmobile
•Guestsneedfullservicein-market
•Maintainoneversionofeachsite
•Searchenginerankings
•Somedrawbacks(pagecomplexity/weight,authoring)

37. BrandIntegrity
37

38. 38
SameCar,DifferentPaintJob

39. Impact
39

40. 40
BetterForUs
•Empowermentofmarketingstaff
•Decreasedtimetomarket
•Singleinfrastructurestrategy
•Dataforinformeddecisionmaking
•Conversion&engagement

41. 41
BetterForOurGuests
•Consistentexperiencesacrosssites
•Consistentcontentacrosstouchpoints(eventually)
•Relevantcontent
•Actionable

42. LessonsLearned
42
(sofar)

43. 43
AEMLessonsLearned
•Beiterativeifpossible
•BeawareoftheAEMreleasecycle
•EveryAEMimplementationisunique
•Carefullyassessyourorganization’scapabilities
•AEMexpertsarenotcommon

44. Questions?
44
andthankyou!